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Google and Facebook may control the bulk of the US digital ad market, but their competitors are starting to eat into that share. eMarketer estimates they will capture a combined 56.8% of US digital ad investment in 2018, down from 58.5% last year.

In the latest episode of our "Behind the Numbers" podcast, we surprise each other with three digital properties with offbeat, surprising business models. How do these companies make money and what can marketers learn from these unusual brands?

Nearly 200 million people, or 60.5% of the US population, will use a social network in 2018, up 2.6% over the prior year. User growth will remain low throughout the forecast period. However, shifts in devices and—more importantly—social platforms used will be increasingly noticeable.